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To eliminate the subjectivity of travel reviews, we identified an entirely new metric to rate travel experiences — laughter. We created a first-of-its-kind wearable device that measures laughter and excitement to determine how much fun kids have in Tennessee. We put the devices on hundreds of kids across 31 locations in Tennessee. Equipped with a microphone, GPS technology and cloud computing, the device recorded audio samples in 10-second increments and sent them to a neural network, where artificial intelligence (AI) software determines if a sound is laughter. We concurrently captured heart rate data to measure excitement — ultimately identifying the specific activities within attractions that generated the most laughter and excitement for kids. VMLY&R developed a custom experience on Tennessee’s brand site to create a planning tool for moms, showcasing the data collected and attraction review directly from kids.